Volkswagen

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Long-Tail Retail Walmart Connect and Target Roundel are the two retail media players with the biggest adoption outside of Amazon, according to a recent Digiday survey. But both lag far behind Amazon’s 76% adoption rate. Twenty-four percent of those surveyed used Walmart Connect’s […]

If there’s one thing that frustrates Oliver Maletz, Volkswagen AG’s head of international communications and media planning, it’s paying for nonviewable ads. His complaint is a perennial one. Advertisers have been banging the viewability drum for years, but it remains a major pet peeve. “Marketers should not have to pay for an ad that a […]

Volkswagen wanted to be a more efficient and data-driven advertiser, but felt it lacked an objective partner to help it optimize media investments. “Our management was a little bit uncomfortable with our media agency managing metrics that would tell them we needed more TV, radio or whatever,” said David Galbraith, GM of brand management and […]

Volkswagen created the “Smileage” mobile app, expanding on its 2012 campaign slogan, “It’s not the miles; it’s how you live them.” Working with Google, VW’s app is the first project from Google’s Art, Copy & Code project, showcasing how companies can use technology — Google’s technologies in particular — to create more innovative brand experiences. […]

When ad industry discussions turn to data, it’s usually about how to target ads, not create them. But Douglas Van Praet, EVP/group planning director at Deutsch LA, speaking at Wednesday’s ANA Creativity conference, offered up some ideas of how science can influence the artistic side of advertising. Following a presentation Van Praet did with Justin […]